Source: Chengdu Business Daily
Author: Qiu Junfeng
The lively "Double 11" has passed. What have you chopped your hands?Is your parcel that has arrived, or is it still on the road?
This year's "Double 11", shopping rooms are still one of the most important choices for many consumers.Among the many live broadcast anchors, star artist anchors with a halo received a lot of attention.For example, Jia Nailiang, the data released by his remote look technology showed that the total sales exceeded 1.36 billion yuan (RMB, the same below, about S $ 254 million), setting a record of star anchor sales.Last year, Jia Nailiang's data was 320 million yuan.
In addition to him, according to the data released by Xiaohongshu, Dong Jie and Zhang Xiaoyu's transactions exceeded 100 million yuan, and Yi Nengjing's transaction exceeded 10 million yuan.But one said, the star live broadcast is cooling.After Li Xiang, Liu Tao, Chen He and other former "top flow" were completely stopped, during the "Double 11" period this year, only Jia Nailiang, Lin Yilun, Huang Shengyi, Qi Wei, Dong Jie, Zhang Xiaozheng, Yi Nengjing, Hao Shaowen and other stars were on the live broadcast.goods.The stars are slowly fading out of the live broadcast room.
They, busy with the live broadcast
Duoduo data shows that the number of live broadcasts of actors Qi Wei in the past 15 days is seven times, with average sales of about 7.4 million yuan to 10 million yuan per game.Hao Shaowen has broadcast eight games in the past seven days, with an average sales of about 500,000 yuan to 75,000 yuan.
Taobao live broadcast data shows that Lin Yilun Live Room had live broadcasts almost every day during the "Double 11" period. On November 10 and 11, the two live broadcasts were 10 million yuan.
Different from the traditional shopping platform, Xiahongshu invited actors Zhang Xiaozhang, Dong Jie and Yi Nengjing to live broadcast during Double 11 this year.The three explained the products in a way to share fashion and share the details of life. Zhang Xiaozheng even wore gorgeous clothing and read the lines of Venice businessmen in English. This exquisite cargo also attracted a lot of consumers and made Zhang Xiaozhang become a small small.The first sales of Hongshu exceeded 100 million buyers.
It is reported that the actor Yuan Qiongdan, who is well -known for playing "Sister Pomegranate", has recently focused on the shadow and focused on live broadcast and cargo. She believes that live broadcasts are more attractive than actors and can get rid of the sense of anxiety of actors. She said:"A live broadcast earns one million at any time. If you start four per month per month, make a million yuan per game, and you will have a lot of money a year."
But using famous air flow to monetize, it is not without risk of turning.For example, during this "Double 11" period, Jia Nailiang's cargo was questioned by "cut leeks".On November 10th, some netizens said that Jia Nailiang's live broadcast room announced that the down jacket of 2899 yuan was only sold for 449 yuan. The netizen found that on the shopping platform, the model of this model was sold between 220-270 yuan.
They have faded or left
Star live broadcast and cargo set a record, but it is visible to the naked eye that many stars are fading out and leaving the live room.From the 2020s of hundreds of celebrities with goods, in just three years, stars have been significantly cooled in just three years.
In August of this year, Li Xiang posted on Weibo that "I have retired" on Weibo, which made many netizens stunned. The previous sister in the stars had not been broadcast live for a long time.
In 2019, Li Xiang opened the live show with the theme of "private good things for the first time", becoming the first warrior to eat crabs in the entertainment industry.In half a year, she did more than 30 live broadcasts and successfully attracted millions of fans.Subsequently, due to the impact of the epidemic, the celebrities who could not enter the group filming began to enter the live room without returning.
According to incomplete statistics, at least 500 artists in 2020 opened their first shows. Liu Tao, Chen He, Li Chen, Qin Hailu and other stars have started new careers.The first year of the cargo.
Chen He did "there is a live broadcast room" to bring the goods with the host Zhu Xi; the cost -effective officer Liu Tao has a newcomer of "Liu Yidao", and the signing price of the Internet has reached a annual salary of one million.Related reports show that Liu Tao's first show, the total transaction volume broke 148 million yuan.
According to the e -commerce operations of many brands at that time, at the most crazy time, they took a list one by one to cooperate one by one.No.
In 2021, Liu Tao, Jing Tian, Jia Nailiang, Lin Yilun, Huang Shengyi Yangzi and other business capabilities have relatively strong business capabilities, and successfully obtained a large number of loyal fans.There are also some celebrity artists who can't go up and down on the road to the live broadcast. The heads can't reach, and they are reluctant to give up millions of fans, and they simply stay.In a word of mind, returning to the entertainment industry may not be better than here.
But the anchor is an industry with a strong head effect after all, and stars are no exception, which is particularly obvious in 2022.Most stars' live broadcast business capabilities quickly touched the ceiling. In addition, the platform grabbing people basically ended, and targeted support will no longer be provided in the later period. The live data of the star began to fall.
Since 2022, Liu Tao, Qin Hailu, Jing Tian and other hot star anchors have left the team or completely stopped broadcasting.For the remaining, Lin Yilun insisted on Taobao, Jia Nailiang, Yang Zi and Huang Shengyi turned to vibrato, while Xiao Hongshu tapped Dong Jie, Zhang Xiaozhang, Yi Nengjing, etc.
Fame is not good yet
A brand told reporters to bid farewell to the brutal of disorderly growth, and the live broadcast industry moved towards the second half of the standardized development.
When users tend to stabilize, the role of star effects in live broadcasts has gradually become limited.Merchants no longer use their reputation, but start from the conversion rate. They choose star anchors with a higher degree of cooperation and professionalism. They respect the star anchors with "playing tickets".The audience will not blindly place an order for the celebrity's reputation. What can make the audience willing to buy the order depends on the sincerity of the anchor and the cost -effectiveness and quality of the live broadcast products.
Internet analyst Zhang Shule told reporters that starting from the first half of this year, the popularity of celebrity artists live broadcast has faded.At that time, the celebrity artist live broadcast the heat. On the one hand, it was the popularity of the previous live broadcast, and the other main reason was that at that time, the film and television industry was insufficient and was forced to choose "subsequent industry".
But in the live broadcast of live broadcasts in the past three years, many celebrity artists have set up rollover and live broadcasts due to their poor carrying goods and quality problems.Moreover, many celebrities' sales volume is seriously inconsistent with their coffee position, and a large number of celebrities have chosen to withdraw from the live room.At present, the film and television industry recovers, and the enthusiasm of celebrities to live broadcast is also decreasing.
"Live broadcast is a very professional acting, so why can anyone do it before? Because the development of the industry is developing rapidly, they all want to share a share."The competition of Tao is becoming more and more intense, and only talented talents who are more capable and professional can stay.The head anchor among celebrity artists is often not the most famous, but the person who knows the live broadcast and knows the needs of consumers and markets the most. Instead, they have more advantages than some people who are more well -known than them.Such changes are also a sign of the industry's return to rationality and returning to healthy development.
